Entrepreneurs are leveraging platforms like WhatsApp and Facebook Lite to sell their products online. Most low-end smartphones come pre-installed with these apps, making them the default social media channels among many township residents.
According to informal economy expert and author GG Alcock, online shopping and delivery are becoming increasingly popular in informal township outlets, particularly in the fast-food sector. "People are using smartphones in ways that work for them," he explains. WhatsApp and Facebook Lite provide affordable online messaging and social media access, with many mobile operators offering specific bundles for these platforms. Source: Mybroadband.co.za
While these platforms have been instrumental in the e-commerce surge, there's a strategic advantage in investing in your own website:
Promoting your own e-commerce store website creates a long-term asset for your business. Unlike Facebook and WhatsApp, where you pay for ads without building long-term equity, a website becomes your digital shopfront that grows with your brand.
Owning a website gives you complete control over the user experience. The constraints of third-party platforms do not limit your ability to tailor the design, content, and functionality to meet your customers' needs.
A professional website enhances your credibility and establishes trust with potential customers. It signals that you're a legitimate business committed to providing value, which can be more convincing than a social media profile alone.
Your own website allows you to collect valuable customer data and insights. This information can inform your marketing strategies and help you better understand your audience, leading to more effective business decisions.
While it's beneficial to have your own website, this doesn't mean you should abandon platforms like Facebook and WhatsApp. Instead, use them strategically for advertising to drive traffic to your site. This way, you're leveraging their reach while building your own customer base.
The e-commerce wave in South African townships is a significant opportunity for entrepreneurs. By investing in your own eCommerce website, you gain a better return on investment and build a sustainable platform for your business. Use Facebook and WhatsApp for targeted advertising, but make your website the cornerstone of your online presence. This strategic approach ensures that you're not just participating in the current boom but are also setting up your business for long-term success.
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